This article has been updated to reflect changes and include video ad view count information from more platforms.
Advertisers allocated a quarter of all digital ad spend — $27.8 billion — to video ads last year, according to eMarketer. video has become big business for social platforms. Twitter attributes more than half of its ad revenue to video, its fastest growing ad format. Video ads also make up half of Snapchat’s revenue, and 30 percent of Facebook’s ad revenue, eMarketer estimates.
Yet, video ad bidding and view measurement and reporting can vary widely by platform. As the market for video ads has grown, many social platforms have expanded bidding options and reporting metrics for video ads. This can all make analyzing and comparing results across platforms a challenge.
We surveyed the major social video platforms to see what counts as a view. For Facebook and Instagram, viewing just 3 seconds of a video of any length is considered a view. For YouTube Trueview ads, it’s around 30 seconds. Others have adopted the MRC standard (see below) or a kind of variation on it. Bottom line, advertisers need to be aware how each of the platforms count and charge for video ad views because they aren’t apples to apples.
A video ad view methodology by platform
The Media Rating Council (MRC) and IAB define a video ad as viewable “when at least 50 percent of the ad’s pixels are visible on a screen for at least two consecutive seconds.” Some platforms
Read more here: https://marketingland.com/whats-a-video-view-on-facebook-only-3-seconds-vs-30-at-youtube-128311